Abstract
Despite the increasing interests surrounding online consumer behavior in recent years, there is a paucity in the current literature that attempt to substantiate the relationship between online information search behavior and value-conscious search behavior. This study explores the antecedents that prompt value-conscious online search behavior in hospitality and tourism. Data were collected from 2,013 participants in the United Kingdom. The result shows that hotel information search frequency affects value-conscious search behavior, and that this effect is fully mediated by source familiarity and search attitude. Implications for theory and practice are discussed.